Advertising (BA)

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Patricia Spirou '89

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Go communicate your brand

Southern New Hampshire University advertising graduates are prepared to work in the creative and management divisions of corporations and agencies in the United States and abroad.

The Advertising Program at SNHU
The advertising major at SNHU includes courses in marketing, advertising, communications, public relations, graphic design, and technology. SNHU is the only school in New England that allows students to choose between a business focus (BS) or a liberal arts focus (BA). 

  • BS students complete business core courses, including courses in accounting, finance and business law, for example.
  • BA students complete liberal arts core courses, including courses in the humanities, literature and history, for example. 
  • BS and BA students can pair the major with one or more minors in business, communications, creative writing, graphic design, information technology or psychology, to name a few.

Real-world clients
Advertising students gain professional in the Ad Lab, SNHU's student run, on-campus advertising agency. The Ad Lab is one of only two labs in the country that enables students to conduct market research, meet with clients, and design print, radio, video and Web campaigns. Students have worked with non- and for-profit clients, as well as government agencies, including:

  • American Red Cross
  • Catholic Medical Center
  • Manchester Monarchs
  • United Way
  • State of New Hampshire

Advertising Careers
The advertising industry is expected to grow 14 percent through 2014, according the United States Bureau of Labor Statistics.


SNHU advertising graduates are prepared to enter the industry with a professional portfolio and a solid background in print, radio, television and Web advertising. Students can tap into a large alumni network for help in their job searches and may enroll in internships during their course of study. Students are encouraged to use free electives to complete an advertising internship.

Employers who hire SNHU student interns and graduates include Anthem Blue Cross/ Blue Shield, Fidelity Investments, bGG Advertising, WMUR TV and Reebok, for example.

Required Core Courses

General Education Program

School of Arts and Sciences Required Courses

COM-212: Public Speaking
This course is designed to help students develop abilities, including organization and delivery skills, for all speaking situations. The evaluation and improvement of voice, diction, articulation and posture also are studied. May not be used as literature elective.
Prerequisites:
ENG-120, ENG-121H ENG-200 or ENG-200H
PSY-108: Introduction to Psychology
This course provides students an introduction to the scientific study of behavior and mental processes. Students prepare for more advanced concepts in upper-level Psychology courses by learning the basics of how to evaluate research and exploring various areas of specialization within the discipline. Offered every semester.

Select One of the Following:

BIO-210: Introduction to Anatomy and Physiology
Discussion/comparison of the principles of mammalian form and function. Includes molecular and cellular mechanisms of major processes (such as muscle contraction, neural transmission, and signal transduction) and examines the structure and function of the 11 organ systems of the human body. Laboratory exercises (BIO-210L) to follow lecture topics.
MAT-350: Applied Linear Algebra
This is a first course in linear algebra and matrices. Topics include systems of linear equations, linear independence, matrices of linear transformations, matrix algebra, determinants, vector spaces, eigenvalues and eigenvectors. After mastering the basic concepts and skills, students will use their knowledge of linear algebra to model a selection of applied mathematics problems in business, science, computer science and economics.
Prerequisites:
MAT-210 with a grade of C or better

Advertising Major Courses

ADV-263: Advertising Copy and Design
This course focuses on the creative end of advertising, including the actual presentation of advertisements. Harmony, consistency and effective use of colors, headlines, subheadlines, borders and amplification of the features, as well as advantages and benefits of the product/service, are emphasized. Students will be familiar with the creative competencies and skills needed in the formulation of effective campaigns in various media.
ADV-340: Advertising Media Planning
This course addresses the connection between media and markets from a quantitative perspective. Students learn to read and understand available statistical tools providing measurement data of media audiences and media usage patterns. The course covers media selection criteria, such as effective reach and frequency, cost per thousand and cost per rating point, weighting, and continuity patterns. Students also become cognizant of the impact of a firm's corporate strategies, particularly the marketing and financial strategies, on media planning. Lastly, the course considers the strategic issues of fragmentation and selectivity as new technology and methods of reaching target markets emerge. Writing intensive course.
Prerequisites:
MKT-229
ADV-428: Promotional Research & Media Management
This course applies marketing research techniques to the field of promotion. Topics covered include research for promotional campaigns and a survey of the research companies and reports used in evaluating the success of the promotional effort.
ADV-429: Advertising Campaigns
This advanced course in advertising and promotion includes the application of marketing strategies and theories and the development of a complete, multimedia advertising campaign. Aspects covered include gathering primary and secondary marketing research data, establishing an integrated marketing strategy plan, developing creative exhibits in the strategy print and broadcast media and constructing a media traffic plan.
Prerequisites:
ADV-329 or MKT-229 and COM-230 or COM-331
ADV-462: Advertising Account Executive Seminar
This course focuses on the business, management and sales aspects of the advertising field. Students will learn about the selling and marketing of advertising campaigns and obtain the management skills and competencies that are needed to implement effective advertising planning. Students will be familiar with the roles and responsibilities of executive producers and account executives in sales and management. This is a third-year course in the marketing program.
COM-230: Graphics and Layout in Print Media
This course is an introduction to the principles and practices of graphic design. Students are introduced through lecture, demonstration and hands-on computer work to the basic elements of graphic visual communication. Adobe Illustrator is used as a primary tool in exploring visual perception through a variety of creative exercises that familiarize the student with basic visual principles such as figure/ground manipulation, shape grouping, letterform shape creation, and grid and system creation. Formal elements of graphic design such as line, shape, color, texture, pattern, balance, symmetry, rhythm, space and unity are thoroughly explored by example and hands-on computer exercises; special topics included are: designing with type, layout strategies, logo design, symbol and pictogram development and stationery systems.
MKT-113: Introduction to Marketing
This course examines the organization's functions for creating, communicating, and delivering value to customers. These functions, designed to meet customers' needs and organizational goals, include marketing research, environmental monitoring, target market selection, product selection, promotion, distribution and pricing.
MKT-229: Principles of Integrated Marketing Communications
This course is designed to give students an understanding of advertising, public relations, corporate communications and sales promotions and the role that the media plays in integrated marketing communications strategies. This course focuses on the planning, research and creative skills needed to reach IMC objectives. Writing intensive course.
Prerequisites:
MKT-113
MKT-337: Marketing Research
This course compares and contrasts secondary and primary research with emphasis on the latter. Students explore different types of primary research as well as the basic research methods. It focuses primarily on the survey.
Prerequisites:
MKT-113 and MAT-220 or MAT-240
MKT-360: Direct Marketing
This course explores the directing of goods and services through the consumer or business-to-business marketing channels where the desired consumer resources may be direct orders, lead generation and/or traffic generation. This course focuses on such topics as mailing list development, relationship marketing, database management, the development of an effective sales message and selection of media. The use of catalogs, direct mail letters and brochures, telemarketing and electronic marketing as ways to reach the consumer will be explored.
Prerequisites:
MKT-113

Select Three of the Following:

COM-126: Introduction to Mass Communication
This communications survey course covers mass media, culture, and society. The course focuses on how and why the US media operate as they do, as well as on how media performance might be improved.
COM-232: Desktop Publishing
This course is an introduction to the software application Adobe InDesign designed for the novice user. The Macintosh platform is used in the classroom studio lab, and the student is introduced to the creative and practical aspects of the desktop publishing program that is considered indispensable in the contemporary communications and design industries. This course is based on a series of introductory exercises and a regimen of hands-on practice that teaches software and design skills; students learn how to combine the use of InDesign with other professional graphics and work-processing software such as Adobe Illustrator, Adobe Photoshop and Microsoft Word.
Prerequisites:
COM-230
MKT-266: Services Marketing
Given the substantial shift in emphasis from a base in manufactured goods to a domestic economy based in services, as well as the interconnectedness of the global economy, comprehension of the service aspect of business is a necessity for every marketer, in every company, in every industry. Therefore, an understanding of the unique requirements of marketing services or service components has become a basic marketing skill. This course presents key concepts in the marketing of services through readings in current business publications and experiential opportunities. It addresses the global perspective of services, and both B2B and consumer service dimensions.
Prerequisites:
MKT-113
MKT-345: Consumer Behavior
This course explores the behavior that consumers display in searching, purchasing, using, evaluating and disposing of products. Offered every semester.
Prerequisites:
MKT-113 and PSY-108 or SOC-112
MKT-350: Ethical Issues in Marketing
This course explores current ethical issues and problems in marketing. The emphasis is on identifying crucial issues, exploring all possible viewpoints, and examining remedies in order to facilitate the development of students' positions on these issues. Offered as needed.
Prerequisites:
MKT-113

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